Digital vs. Printed Marketing Material
Yes, the world has gone online. But (and it’s a very big but) you do need a mix of printed and digital marketing material in order to reach every audience. Having visually cohesive digital and printed materials is key to building a strong, recognisable brand. There’s no use in having awesome digital artwork, and then a client receives your corporate profile (that was designed and printed in the 90’s) and they look nothing like one another.
So, what do you need as a printed version, and what should be digital? Well, some material will be one or the other, but in some cases, you will need both printed and digital versions of one item (think product catalogue). Have a look at my graphic design page to see what printed material you need, and what may need to be translated into a digital version to ensure cross platform compatibility. Remember, designing and setting artwork up for print is a very different process to designing artwork meant to be used digitally, so it’s not a matter of simply taking an ad designed for a newspaper and sending it to your favourite online directory asking “Can’t you just use this for the online banner?” – they will be less than impressed.